Supermarket Iceland slashes price of baby formula to combat cost of living

We are absolutely delighted to report that supermarket Iceland has announced it will be cutting the price of its formula milk range by more than 20% in an effort to help support families through the cost of living crisis.

The reduction applies to the budget supermarket’s infant, follow-on and toddler milk formula products, which can be found in its own stores or at its Food Warehouse outlets.

Since the publication of our 2022 inquiry, the impossible situations some families are facing with feeding their babies are now well recognised. It takes courage to be the first to make the change families desperately need, and we hope Iceland will go further to support Mums by backing our Formula for Change campaign asking the government to give retailers the green light to accept cash equivalents such as grocery vouchers and store points, as payment for infant formula. We also hope other retailers will take Icelands lead and do the same.

This is not the first time Iceland have stepped up in support of families with young children; last year they became the first retailer in the UK to support the Healthy Start and Best Start Foods schemes across the UK. They took the creative approach of promoting Healthy Start on 81 million milk bottles to help ensure no child misses out – reaching millions of breakfast tables across the country. In Scotland, 9 million bottles were adorned with information on the Best Start Foods scheme.

We hope to see more of Britain’s retailers taking similar steps to make formula more accessible to families, and we applauf Iceland for their brilliant and bold steps.

We guess that’s why Mums go to Iceland?!